#21 Ch 19 S 2 Details: Notes & Read Ch 19 S 2 _____________

#21 Ch 19 S 3 Details: Notes & Read Ch 19 S 3 _____________

#22 Ch 19 S 4 Details: Notes & Read Ch 19 S 4 _____________

Notes Social Conformity- Baby Boom- Vaccines- Women’s Roles- Leisure Time- Cars- Consumerism- Planned Obsolescence- Credit- Advertising-

Chapter 19: The Postwar Boom Section 2: The American Dream in the Fifties

California Academic Standards: 11.8.1 11.8.7 11.8.8 11.10.7 & 11. 11.6 11.8 Students analyze the economic boom and social transformation of post-World War II America. .1 Trace the growth of service sector, white collar, and professional sector jobs in business and government. .7 Describe the effects on society and the economy of technological developments since 1945, including the computer revolution, changes in communication, advances in medicine, and improvements in agricultural technology. .8 Discuss forms of popular culture, with emphasis on their origins and geographic diffusion (e.g., jazz and other forms of popular music, professional sports, architectural and artistic styles). 11.10 Students analyze the development of federal civil rights and voting rights. .7 Analyze the women's rights movement from the era of Elizabeth Stanton and Susan Anthony and the passage of the Nineteenth Amendment to the movement launched in the 1960s, including differing perspectives on the roles of women. 11.11 Students analyze the major social problems and domestic policy issues in contemporary American society. .6 Analyze the persistence of poverty and how different analyses of this issue influence welfare reform, health insurance reform, and other social policies.

Objectives: Following lecture and reading of this section, students will be able to: Explain how changes in business affected workers Describe the suburban lifestyle Identify the causes and effects of the automobile industry boom Explain the increase in consumerism in the 1950s

After WW II ended, Americans turned their attention to their families and jobs Economy prospered New technology and business ideas created opportunities.

The Organization and the Organization Man Conformity By the mid-1950s, blue collar (manufacturing, manual labor) jobs no longer employ the majority of Americans Instead, white collar (services, business) jobs employed most Americans

Conglomerates and Franchises Expand American Business Conglomerate- major corporation that has a number of smaller companies in unrelated industries to protect itself from declines in individual industries.

Examples: ITT (telecommunications car-rental Insurance Hotels) AT&T Xerox GE

Franchise- Company that has similar businesses in many different areas, purchased by individuals and run under the same provisions as the original company.

Examples: McDonald’s (purchased by Ray Kroc  expanded the company) Coffee Bean Starbucks Subway Pizza Hut

Social Conformity Organizations wanted “company people” that conformed not individuals that were “free thinkers.” Conformity while bland increased efficiency.

The Suburban Lifestyle Affluence, automobiles, and highways help many Americans achieve the dream of owning a home in the suburbs.

Advances in Medicine and Childcare The Baby Boom The Postwar baby boom created a youth-centered culture and a demand for products related to children. Advances in Medicine and Childcare Jonas Salk finds a vaccine for polio, a crippling childhood disease.

Advances in Medicine and Childcare The Baby Boom The Postwar baby boom created a youth-centered culture and a demand for products related to children. Advances in Medicine and Childcare Jonas Salk finds a vaccine for polio, a crippling childhood disease.

Birth Rates 1930 - 2007

Dr. Jonas Salk, giving a speech at the Center for Disease Control.

Dr. Benjamin Spock writes Common Sense Book of Baby & Child Care selling 10 million copies.

Women’s Roles Women dissatisfied with role of homemaker. Want to have significance in life, the war gave them significance when they worked.

Rosie the Riveter (poster) (picture)

Leisure in the 50s Increased, people had time to spend with families, reading, watching television, vacation. The Automobile Culture Two cars per family needed because of the population diffusion into suburbs.

1948 Buick 1959 Chevy Impala

The car industry leads to pollution and deaths by car accident. Interstate highway system makes Americans mobile by connecting the cities and suburban areas. The car industry leads to pollution and deaths by car accident. Public Transportation declined; urban poor in a difficult situation when it comes to jobs.

Consumerism Unbound Consumerism (buying material goods) came to be equated with success. New Products Washing Machines, dryers, blenders, freezers, and dishwashers

Planned Obsolescence Time saving household appliances. To encourage spending, manufacturers created new products that would become obsolete (outdated or useless) in a short time, so consumers would continuously need products and spend $$$

Buy Now, Pay Later Credit cards came about (1950), and consumer debt rose from $73 billion to $179 billion during the 1950s.

Advertising To increase sales of consumer goods, advertisers appealed to Americans’ desire for status and conformity. Advertisers spent millions of dollars to increase consumer interest in their products.

Billboards and TV commercials were common ways to advertise.

#21 Ch 19 S 2 Details: Notes & Read Ch 19 S 2 Margin ?s A-G (7) Pg. 664 #s 3-4 Study Guide ?s 1-7

#22 Ch 19 S 3 Details: Notes & Read Ch 19 S 3 _____________

#23 Ch 19 S 4 Details: Notes & Read Ch 19 S 4 _____________